Ch 6


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Ch - 6

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Ch 6

  1. 1. Ch – 6 Selecting Elements to Tune
  2. 2. How to think about test elements???? • • • • • • • Breadth of impact Granularity Sweep Coherency Audience segmentation Longevity Baggage
  3. 3. Breadth of Impact • The Pareto Principle, also commonly know as 80/20 rule has been applied to a wide range of disciplines and observations. • It predicts that vital few 20% of something are responsible for the vast majority (80%0 of the results.
  4. 4. To determine what is vital and what is trivial? Follow the guideline of looking for the widest potential impact: • Most Important conversion Actions • Biggest Possible Audience • Most Popular paths through your site • Most Prominent parts of the page
  5. 5. Placing items above the fold is critical for the awareness stage of the decision process. ( Since you can’t click on a link that you do no even know exists.)
  6. 6. Granularity & Sweep The granularity of your test elements is the level of detail at which you will make changes to your design. Closely related to the granularity of a tuning element is the notion of sweep.
  7. 7. Coherency • Coherency is an overall sense of your design “Hanging together.” • It is clear to most Internet surfers withiin a split second of clicking on al ink whether the destination page has coherency. • Low-coherency landing pages affect visitors on an emotional level, and no amount of logic will convince them to linger on them.
  8. 8. Selecting Elements To Tune • • • • Page Structure Information Architecture Presentation Emphasis
  9. 9. Typical page structure testing elements include: • • • • • Size and contents of page header Size and contents of page footer Size and location of page navigation Placement of trust symbols and credibility logos Separation of page shell and navigation from page content. • Size and location of forms or other calls – to – action • Mirror images of key page sections. • Single versus multiple columns
  10. 10. Typical information architecture related test elements include: • Self – selecting by role or by task • Clear and distinct descriptive link text and choices • Sensible and prominent page titles • Breadcrumbs or other context • Consistent placement of all page elements • Navigation • Number of available choices presented • Alternative navigation methods • Cross linking to other key information
  11. 11. Typical presentation testing elements include: • • • • • • Degree of detail Writing format Choice of input elements Action format Editorial tone of your writing Use of alternative formats and modalities
  12. 12. Typical Emphasis testing elements include: • • • • • • • • Amount of screen real estate devoted to an item. Use of relevant images. Image captions Font sizes and font families Font emphasis Background color blocks or background images Visual seperators removal of distracting secondary information
  13. 13. Tuning Multiple –Page flows • Systematic • Connected • Flexible
  14. 14. Timeless testing themes • Less is more • Personalize It • Test the offer
  15. 15. Price Testing • Qualitative Methods • Quantitative Methods